Charles Jeffrey LOVERBOY's New Collection Raises Money for UK Black Pride
“Diverse casting was never going to feel ‘enough’ on these projects.”
This weekend London Fashion Week Men’s took place online, adapting to our “new normal” as the coronavirus pandemic has made us unable to host physical events and leave our homes like before. British designer Charles Jeffrey was part of this season’s lineup with his eponymous label Charles Jeffrey LOVERBOY, using his platform to raise awareness and funds for a handful of charities supporting marginalised communities.
As a response to the ongoing Black Lives Matter movements, as well as Pride Month, Jeffrey decided to use this collection to respond to the social justice movements across the world. To present the collection, the designer invited a lineup of BIPOC performers and creatives, as well as two Black fashion graduates from Westminster University to host a live-streamed fundraiser. “We recognised that creating anti-racism fundraising mechanics was vital,” he said. “None of this work would have felt right otherwise,” Jeffrey told HYPEBEAST.
Because of the restrictions of the COVID-19 pandemic, Jeffrey had originally planned on showing his collection by hosting a “virtual party” to celebrate the occasion. His label has deep roots in the East London club scene, and has acted as an inspiration for collections in the past, but after the protests began two weeks prior to LFW Men’s, the designer took a different turn.
The collection features graphic jersey, knitwear and bold accessories, featuring signature LOVERBOY motifs as well as a wide range of shapes and silhouettes. The range is set to release at select retailers in December 2020, and 5% of proceeds will be going to the Kaleidoscope Trust, a charity campaigning for LGBTQ+ people in countries where they are discriminated against.
“Diverse casting was never going to feel ‘enough’ on these projects,” Jeffrey said. “Diversity and showcasing new talent’s already who we are, that’s a sort of given for LOVERBOY. But it’s been crucial to redirect cash both to the right charities, and to the right people, in booking talent. The charities we’ve chosen feel very close to home; they both support queer communities both at home and overseas,” said the designer, adding that during the collection livestream, viewers were encouraged to donate to UK Black Pride.
See the SS21 Charles Jeffrey LOVERBOY collection in the gallery above, and watch the recorded livestream here.